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How we used Google’s Performance Max to increase Primal Muscle’s ROAS nearly 60%

Client Background

Primal Muscle provides the most powerful, result-producing, muscle-building, and fat-burning products on the planet. Its key business objective is to profitably and sustainably grow online sales, bringing its growing pipeline of sports and fitness supplements to customers and maximizing the total value of ad spend for new and returning website visitors. At the beginning of our partnership, Primal Muscle was looking to rapidly grow and acquire new and returning online sales at its target cost-per-acquisition through Google Ads.

Our Approach

From the start, Pareto PPC worked with Primal Muscle to reach high-intent consumers across Google’s network by utilizing Performance Max campaigns. Pareto PPC developed multiple creative asset groups, which covered search, shopping, display, and video ads for the main campaign. This showcased Primal Muscle’s key value propositions and helped build brand trust among fitness consumers.

We utilized maximize conversions as Performance Max’s initial automated bid strategy in order to establish a baseline CPA target while simultaneously spending the budget. Then, the team switched to a maximize conversion value bidding strategy using a target ROAS to scale its campaigns profitably. Pareto PPC also used custom audience signals to help measure and optimize online sales.

The Results

After running Performance Max for 20 weeks, Primal Muscle saw a 27% increase in sales – which equates to more than $53K in revenue, and a 69% reduction in overall bounce rates across Google paid marketing. Primal Muscle is now running Performance Max alongside their other marketing channels with a higher online presence and better new-and-returning customer experience.

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